What's Happening?
MIPCOM 2025 has reported attendance of over 10,600 delegates, marking a shift towards creator-led projects and brand-funded content. The event saw 3,340 buyers and 88 first-time exhibitors, including a significant presence from YouTube. This year's focus
on the creator economy reflects a structural pivot in the market, with legacy studios and distributors racing to package creator talent for global platforms. Deals such as Banijay's creator-driven sports project highlight the growing influence of creator-led IP in the industry.
Why It's Important?
The increased focus on the creator economy at MIPCOM 2025 indicates a significant change in how content is produced and distributed. This shift could lead to faster-format deals and more brand-funded shows, impacting traditional TV market dynamics. Legacy studios may need to adapt to sharing control with creator-first teams, potentially altering the landscape of content rights and monetization strategies.
What's Next?
MIP London, scheduled for February 2026, will continue the focus on creator-led content, accelerating deal-making calendars. The industry will watch how quickly these new partnerships convert into sustainable global rights and whether legacy studios can effectively integrate creator-driven projects into their portfolios.
Beyond the Headlines
The rise of the creator economy may lead to long-term changes in content consumption patterns, with audiences increasingly favoring creator-led formats. This could challenge traditional media companies to innovate and collaborate with creators to maintain relevance in a rapidly evolving market.
